1. Did u listen to employee today?

2. Did u make an impact

3. Did u provide energy and excitement in the office

4. Did u listen?

5. Did you motivate someone to do their best today

6.  Ask yourself if youre the best station manager you can be

1.      intelligent

2.      organized

3.      ability to communicate

4.      strategic thinkers

5.      motivator

6.      Business Person

7.      Leadership

8.      Track record of success

9.      High energy level

10.  Honest and integrity

                                                              i.      Must do offense and defense (programming)

                                                            ii.      Everything is a weapon and must be treated as such

                                                          iii.      Need to think proactively—preemptive strikes on the enemy

                                                          iv.      Always consider “er” factor; bigger better newer funnier

                                                              i.      relax and unwind

                                                            ii.      keeps you company when you are alone

                                                          iii.      gets you going when you need a lift

                                                          iv.      takes your mind off of your problems

                                                            v.      adds to the fun when you are with other people (sometimes)

                                                          vi.      re-assured that nothing bad is happening

                                                        vii.      hear things that make you laugh

                                                      viii.      learn things that make your life better

The listeners

i.                    resistors

ii.                  rejectors

iii.        seekers

iv.        fence jumers

v.      P-1 (first preference)

Those who target what you do—bread and butter of listenership; those who show they are more likely to listen to one station than any others.

P1 listeners contribute  ___

of the quarter hour credit

TRUE

            1. Unawareness- no idea that the station exists

            2. Awareness- listener knows that you are there

3. Comprehension- listener knows the station is there but doesn’t know if it    will benefit them

            4. Conviction- there is a reason the listener is listening

                        a. if the listener is able to identify

                        b. listener advocacy

            5. Action- I am listening and LOYAL

1. Identify- Chiquita banana has sticker

            2. Personify- difference a’ la Jolly Green Giant

            3. Create a new generic-  “Crenshaw Melon” (just a bigger canteloupe)

            4. Change the name- Kiwi used to be called “Chinese Gooseberry”

            5. Reposition the category- 1^st Pork “drowning in fat” now “other white meat

            1. Use surprise

                        a. amaze

                        b. shock
                        c. wow

                        d. how do they do that

            2. Touch

                        a. have heart

                        b. infiltrate their lives

                        c. raise money for charity

            3. Orchestrate

                        a. 50 pc orchestra is more memorable than one trombone

                        b. treat each day as a new movement

                        c. freshen the approach but stay focused

                        d. play for and expect a standing ovation

            4. Choices – discover what they want and fulfill their choices

            5. Keepsake

                        a. become irreplaceable

                        b. learn to stir emotions and create memories

            1. Playlist

            2. Features

            3. Talent

            4. Production Values

            5. Liners and positioning statements

            1.  All aspects of stations linked together

            2.  Feel the attitude of the station

            1.  Own position

            2.  Depth of image

            3.  Magnitude of image

                1.  Format heritage does not equal brand

                        -just because your are known for something

                        doesn’t mean it is necessarily effective

2.      Branding doesn’t insulate you from new or existing competitors

3.      Brand loyalty comes from

a.      Meet listener expectations

b.      Fulfill claims to customers

4.      A station can lose brand faster than it can build it

5.      Stations who brand through syndication must really brand heavily when not using syndicated part of it

Successful stations have four basic working strategies:

            1.  Techinal Strategies

a.  maximize audience-reaching strategies

b.  Stations have been known to speed up music and commercials

c.  How soon you get back on the air after a glitch

            2. Programming strategies

            3. Sales Strategies

            4. Reinvestment Strategies

            1.  Find a hole in the market to establish presence in market

            2.  Take down the walls

            3.  Become the 1000 lb. gorilla in the market

            1.  In the northeast folks are considered more sophisticated and classy

            2.  Northwest young and sophisticated—brilliantly dark

            3.  The southwest—younger and not sophisticated ‘cartoon crowd’

            4.  The southeast—older not sophisticated ‘k-mart crowd’

            1.  Demographics

            2.  Developing trends within the demographic area

            3.  The number of all types of media available to the community

                        --how do people spend their advertising dollars??

            4.  Major industries in the area

            5.  Stats on the competition in radio (i.e. format, listenership, etc.)

            6.  Public needs ascertained

            7.  When people listen

8.  What types of formats do people in the area listen to in terms of demographical data

            1. Psychographics measures using A(ction)I(nterests)O(pinion) formula

            2. AIO asks listeners to respond to a series of statements

a. activities: such as work, hobbies, social events, entertainment, shopping

b. interests: family, community, recreation

c. opinions: about yourself, politics, religion, social issues

3.      Choices in AIO (and lifestyle)become preferences in a single pieces of music that we hear on the radio;

a.      lyrics or topic

b.      texture of the song

4.      In news relevancies of AIO are based on the following

a.      heart strings- love or hate

b.      purse strings

c.       interest in families health or safety

d.      local topics that can affect YOU

            1.  Stimulus

            2.  Search for information on stimulus

            3.  Evaluate alternatives for the stimulus

            4.  A purchase of a product the station offers

            5.  Post Purchase Behavior (PPB)

Data crunching and lifestyle behavior

            1.  Show that your listeners like ‘product X’

            2.  Can be used to mold what your DJ says

            3.  Predict spending, shopping, and banking habits

4.  In the same vein that musical taste is affected by age; it is also affected by the aspects of AIO.

5.  Is it a community where people begin driving unusually early or unusually late?

Broad generalizations about psychographics of P1 listener

            1.  All news – desire social superiority

2.  All talk- P1 listener is actually desire for companionship and a sense of belonging

3.  Urban- musical equivalent to all news;

4.  Country

            a. P1 – old country; companionship

            b. P2 – young country; party and pee

Geo-demographic research

            1.  Combines geographic and psychographic data

            2.  Pinpoints geographic locations by ZIP code

            3.  Used to aim messages at specific communities

            1.  Data gathering through

                        a.  surveys

                        b.  focus groups

                        c.  experiments

                        d.  theatre studies

            2.  Relevant, current, data

            3.  Community based

            4.  Applies specifically to local broadcasting station